**** Learn more about Customer Interviews and other Pre-Agile methodologies by signing up for the announcement list for our upcoming book:
http://bit.ly/PreAgileBook
****
Are you trying to build a new product? Add features to an existing one?
If you're going through the process of Customer Development, you'll want to know the best practices for conducting Customer Interviews.
And if you're not doing this already, this is a great primer on how and why you should start!
The SaaS Founder’s Journey: What Matters at Each StageDavid Skok
From a talk given at SaaStock 2017 in Dublin, this slide deck covers the three stages of a startup, the most important question founders should be asking to ensure survival/success, and how to build and scale a sales funnel.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”Drift
Andy Raskin has led strategic story training at Uber, Intel, Yelp, General Assembly and Stanford and called this the greatest sales pitch he's seen all year. Have a look.
Mapme Investor Deck.
The deck we originally used to raise our seed round of $1M. See the progress we've made at www.mapme.com. Welcome to try it out and create a map.
Any questions? I'm at ben@mapme.com
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
Do you struggle to finish your daily tasks, juggle your work load and keep organised at work? If so, read our top tips to help work a little smarter everyday!
Customer Discovery: Interviewing Tips and TechniquesCIMIT
This presentation aims to share tips for conducting productive interviews and techniques for asking the right questions to help you get the information you need directly from those who matter most... your customers.
The SaaS Founder’s Journey: What Matters at Each StageDavid Skok
From a talk given at SaaStock 2017 in Dublin, this slide deck covers the three stages of a startup, the most important question founders should be asking to ensure survival/success, and how to build and scale a sales funnel.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”Drift
Andy Raskin has led strategic story training at Uber, Intel, Yelp, General Assembly and Stanford and called this the greatest sales pitch he's seen all year. Have a look.
Mapme Investor Deck.
The deck we originally used to raise our seed round of $1M. See the progress we've made at www.mapme.com. Welcome to try it out and create a map.
Any questions? I'm at ben@mapme.com
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
Do you struggle to finish your daily tasks, juggle your work load and keep organised at work? If so, read our top tips to help work a little smarter everyday!
Customer Discovery: Interviewing Tips and TechniquesCIMIT
This presentation aims to share tips for conducting productive interviews and techniques for asking the right questions to help you get the information you need directly from those who matter most... your customers.
Persuasion: 6 Ways to Influence People (and how to say no)Yee Pam
We might not all be sales oriented, but all of us would have to persuade someone at a point. Based on the book by Robert Cialdini, here are the 6 rules of influencing others (and how you can avoid being influenced).
Lean Startup Conference: The Questions You Should Be Asking Your Customers......Zachary Cohn
Learn more about Customer Interviews, other Pre-Agile tools, and our upcoming book by signing up for Innovation At Work (www.wonful.co/newsletter).
****
Do you use Lean Startup or Agile to build great products?
Did you know there's something you have to do before you start your Lean Startup or Agile process to make sure you don't build the wrong thing really, really well?
That's right - customer Interviews! Using customer interviews and other Pre-Agile methodologies and tools, you can identify your customers, figure out what problems they have, and then come up with a solution that solves that problem!
Basic selling skills is necessary of people in all walks of life. Our sales training program focuses on effective selling skills. Salesmanship is a skill that can be developed through the learning of good selling techniques.
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A presentation for Urban Digital, (urbandigital.co). I cover the top 7 rules about that data that startups need to know. I then transition to powerfully practical examples of how to implement these rules using an experimental framework.
30 quick tips for sales people. Great for new sales reps and a reminder for seasoned pros. Valuable for B2B and B2C, inside sales or outside sales.
Don't start your grind without it!
Hyatt Talk: How Big Companies Can Be More Like Startups (Without the 'going o...Zachary Cohn
Zac Cohn's presentation for the European Hyatt Fair 2015.
I was flown out to Amsterdam to give a talk about the startup spirit and innovation to a collection of Hyatt General Managers, Hyatt staff, and Hyatt clients.
9 Mile Labs - Customer Development TrainingZachary Cohn
9 Mile Labs wanted their 4th cohort of startups to be experts in customer development and customer interviews. This was the deck that was used to forge them into the ultimate customer interviewing machines. The T-1000 would have been proud.
Pre-Agile: How To Stop Building The Wrong Thing Really, Really Well.Zachary Cohn
Wonful partnered with IPMA, the Information Processing Management Association, to deliver a "Pre-Agile" training session.
What are all the things you need to do BEFORE you start your Agile project to make sure you don't build the wrong thing really, really well?
Intro to Liberating Structures - Making Meetings Suck LessZachary Cohn
Wonful ran a workshop for the State of Washington's Department of Retirement Services on using Liberating Structures to brainstorm, work as groups, and make meetings suck less!
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
What are the main advantages of using HR recruiter services.pdf
18 Tips on Conducting Killer Customers Interviews
1. Everything you need to know in 100 slides or less*
18 Tips and Tricks on Conducting A
Killer
Customer Interview
Customer Interviews
*The slides are short. It’ll go fast, I promise.
Want to learn even more? We’re writing a book:
Pre-Agile Methodologies:
A Tactical Guide To Not Building The Best Wrong Thing.
Go to http://bit.ly/PreAgileBook to never build the wrong thing again.
2. Startups, SMBs, or F500
How Do Companies Die?
Customer Interviews
Step 1) Stop building what people want.*
Step 2) ???
Step 3) Run out of money.
*This assumes no tax fraud or other illegal activity. But if you had to learn that from a
SlideShare presentation, maybe you should be in another line of work. Like working for
Enron.
3. No one TRIES to disregard customers.
The Status Quo
Customer Interviews
Sometimes they listen to the wrong sources.
Sometimes the customers they’re listening to are no
longer representative of where the market is going.
And sometimes, like in the case of millennials, it’s a
new customer segment that isn’t well understood.
4. How do companies listen now?
The Status Quo
Customer Interviews
• Market Research Reports
• Trend Analysis
• Competitive Analysis
• “Keeping up with the Joneses”
• Intuition
• Solving their own problems
5. Stuff people don’t care about
Customer Interviews
1. Corporate initiatives
2. Internal Politics
3. Industry Trends
4. Features
5. Technology
6. Stuff people DO care about
Customer Interviews
1. Having their problems solved.
7. So how do you know how to solve
their problems?
Customer Interviews
8. ... How do you even know what their
problems are?
Customer Interviews
11. You are not Charles Xavier.
Customer Interviews
12. So why try to read minds...
... when you could just ask them?
Customer Interviews
13. Part 1: The Rules to Customer Interviews
Part 2: Techniques For Getting Stories
Part 3: FAQ
What do we need to know?
Customer Interviews
14. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
15. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
16. Rule #1: No Ice Cream Questions
The Rules
Customer Interviews
The answer to the question
“Do you want ice cream?”
is always
“Yes!”
17. Rule #1: No Ice Cream Questions
The Rules
Customer Interviews
What sane and rational person would
answer “No” to this question?
18. Rule #1: No Ice Cream Questions
The Rules
Customer Interviews
But the answer to the question
“Do you want this ice
cream that costs $250?”
might turn out to be
“... No.”
19. Rule #1: No Ice Cream Questions
The Rules
Customer Interviews
Ice cream questions are when you withhold information
and don’t reveal all the
costs associated with a benefit.
20. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
21. Rule #2: Pull, don’t Push
The Rules
Customer Interviews
The goal of these interviews is to learn
about their problems.
You want to PULL information out of your interviewee.
You do not want to PUSH your ideas on to them.
For example...
22. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
23. Rule #3: No Leading Questions
The Rules
Customer Interviews
Subjects answering the question:
“Do you get headaches frequently and, if so, how
often?”
reported an average of 2.2 headaches per week.
24. Rule #3: No Leading Questions
The Rules
Customer Interviews
While subjects answering the question
'Do you get headaches occasionally and, if so, how
often?'
reported only 0.7 per week.
[John Hayes, Interpersonal Skills at Work. Routledge, 2002 referencing
Loftus (1975)]
25. Rule #3: No Leading Questions
The Rules
Customer Interviews
You’ve suggested the answer is by
the phrasing of the question
You’ve lead them to where you want them...
which is Push.
Remember, you want to PULL information out of them.
26. Rule #3: No Leading Questions
The Rules
Customer Interviews
Decisions based on bad data are worse
than decisions based on no data.
27. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
28. Rule #4: Past Behavior vs Future Behavior
The Rules
Customer Interviews
“How often are you going to work out at the gym next year?”
“I’m going to work out 3 times a week, every week.”
“How many times a week
have you been working out?”
“Uh... zero.”
29. Rule #4: Past Behavior vs Future Behavior
The Rules
Customer Interviews
“How often are you going to work out at the gym next year?”
“I’m going to work out 3 times a week, every week.”
“How many times a week
have you been working out?”
“Twice a week, every week.”
30. Rule #4: Past Behavior vs Future Behavior
The Rules
Customer Interviews
It is incredibly difficult and rare for people
to drastically alter their behavior.
What a person HAS been doing is a great predictor
of what they will do in the future.
31. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
32. Rule #5: Actual Self vs. Ideal Self
The Rules
Customer Interviews
“Please describe your diet.”
“I eat mostly Paleo. Meats,
veggies, nuts... a little bit
of fruit, sometimes milk.”
33. Rule #5: Actual Self vs. Ideal Self
The Rules
Customer Interviews
“Describe your last meal.”
“We were in a rush to get to the Kanye concert, so I
grabbed a slice of pizza on the way. After the show,
we grabbed some Hot Dogs from a street vendor,
then when I came home I had gummy bears and a
peanut butter and jelly sandwich.”*
*This example, unfortunately, is not fictional.
34. Rule #5: Actual Self vs. Ideal Self
The Rules
Customer Interviews
If you ask someone to describe
themselves, they will tell you
about their Ideal Self. How they
see themselves. How they want
to be.
Ask for a story about “the last
time,” and you will discover their
Actual Selves.
35. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
36. Rule #6: No Pitching
The Rules
Customer Interviews
“Would you use a shampoo that made your
dog not smell bad anymore?”
37. Rule #6: No Pitching
The Rules
Customer Interviews
1. Possible violation of Rule #1: There is probably
more information they need to give a real answer.
2. Violating Rule #2: You’re supposed to be looking
for (pulling) problems, not pushing solutions.
3. Violating Rule #4: Past behavior/Future Behavior
4. Violating Rule #5: Ideal Self vs. Actual Self
38. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
39. Rule #7: “N of 1” is Not Proof
The Rules
Customer Interviews
“N” is a statistical term for sample size.
“N of 1” means you have a sample size of 1.
That’s not good.
40. Rule #7: “N of 1” is Not Proof
The Rules
Customer Interviews
You’re looking for qualitative data,
not quantitative.
You don’t need to achieve statistical significance.
But making decisions based on what you learned
from a single person is dangerous.
41. Rule #7: “N of 1” is Not Proof
The Rules
Customer Interviews
Examples:
“I ride the bus. This product is solving my problem, so I know what I need to
do.”
“The guy on the bus said he doesn’t really care how long he waits for the
bus, so we’re pivoting to something different.”
“The woman at the bus stop said she always checks the bus schedule online
before she leaves, so we’re definitely on to something!”
42. Rule #7: “N of 1” is Not Proof
The Rules
Customer Interviews
Any one of these behaviors could be representative
of a larger population.
But, any of these behaviors could also be
exceptions to the norm.
Keep interviewing people until you’re hearing the
same stories over and over and over again.
43. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
44. Rule #8: No Seeding
The Rules
Customer Interviews
Jump straight into the first question.
Do not tell the interview subject what your research
is about.
If you frame the context, they’ll answer within that
context... which means they’ll try to give you the
answers they think you want to hear.
45. Rule #1: No Ice Cream Questions
Rule #2: Pull, Don’t Push
Rule #3: No Leading Questions
Rule #4: Past Behavior --> Future Behavior
Rule #5: Actual Self vs. Ideal Self
Rule #6: No Pitching
Rule #7: “N of 1” is Not Proof
Rule #8: No Seeding.
Rule #9: Stories > Statements
Part 1: The Rules
Customer Interviews
46. Rule #9: Stories > Statements
The Rules
Customer Interviews
“Have you traveled recently?”
vs.
“Tell me about the last time you traveled.”
47. Rule #9: Stories > Statements
The Rules
Customer Interviews
“Yes or No” questions:
• Don’t provide deeper insights
• Constrict the conversation
• Don’t build rapport
Getting someone to tell stories
• Lets them lead the conversation
• Reveals insights you couldn’t predict
• Builds rapport and trust
48. Once you get someone telling stories,
it’s hard to get
them to stop.
Customer Interviews
49. So how do you get
someone telling stories?
Customer Interviews
50. Technique #1: “Tell me about the last time...”
Technique #2: “5 Why’s”
Technique #3: “Tell me more.”
Technique #4: “What do you mean by...”
Technique #5: “How are you dealing with your problem now?”
Technique #6: Silence is Golden
Technique #7: Walk away.
Part 2: Getting Stories
Customer Interviews
51. Technique #1: “Tell me about the last time...”
Technique #2: “5 Why’s”
Technique #3: “Tell me more.”
Technique #4: “What do you mean by...”
Technique #5: “How are you dealing with your problem now?”
Technique #6: Silence is Golden
Technique #7: Walk away.
Part 2: Getting Stories
Customer Interviews
52. Technique #1: Tell me about the last time...
Getting Stories
Customer Interviews
It’s hard to come up with “the best/worst time”
something happened, but it’s easy to remember the
last time.
And often, once they tell you about the last time,
they’ll say “But that was nothing compared to THIS
OTHER TIME...”
53. Technique #1: Tell me about the last time...
Getting Stories
Customer Interviews
“Tell me about the last time you
travelled out of the state.”
“Tell me about the last time you went to a concert.”
“Tell me about the last time you
went on a first date.”
54. Technique #1: “Tell me about the last time...”
Technique #2: “5 Why’s”
Technique #3: “Tell me more.”
Technique #4: “What do you mean by...”
Technique #5: “How are you dealing with your problem now?”
Technique #6: Silence is Golden
Technique #7: Walk away.
Part 2: Getting Stories
Customer Interviews
55. Technique #2: 5 Why’s
Getting Stories
Customer Interviews
Every time they make a statement, ask why.
Use this technique to get to the underlying cause or
to identify some root emotion.
(5 isn’t a set number. It could be 3, or 7, or 12.)
56. Technique #2: 5 Why’s
Getting Stories
Customer Interviews
“I want to start going to the gym.” Why?
“Because I want to be strong and fit.” Why?
“Because I want to be healthy.” Why?
“Because I don’t want to die of a heart attack when I’m 40.” Why?
“Because my dad died of a heart attack when he was 40..”
Okay. That’s interesting!
Now we understand their motivations.
But why so many why’s?
57. Technique #2: 5 Why’s
Getting Stories
Customer Interviews
“I want to start going to the gym.” Why?
“Because I want to be strong and fit.” Why?
“Because I want to girls to like me.” Why?
“Because I’ve only ever dated one person.” Why?
Because I’m not good at connecting with people on an
emotional level.”
See how their motivations diverged...
but only a few levels down?
58. Technique #1: “Tell me about the last time...”
Technique #2: “5 Why’s”
Technique #3: “Tell me more.”
Technique #4: “What do you mean by...”
Technique #5: “How are you dealing with your problem now?”
Technique #6: Silence is Golden
Technique #7: Walk away.
Part 2: Getting Stories
Customer Interviews
59. Technique #3: “Tell me more.”
Getting Stories
Customer Interviews
Sometimes people will stop talking or end a story,
but it feels like there’s more.
Maybe it feels like a good place to end, maybe they
feel like they’ve been talking too long, or they’re a
little hesitant to share the next part.
Simply prompting someone to “tell you more” will
often result in deeper, more interesting stories.
60. Technique #3: “Tell me more.”
Getting Stories
Customer Interviews
“I went to Sicily last summer. I figured I wouldn’t end up
sorting through a bunch of pictures, so I didn’t bother
taking any.”
Tell me more?
“I used to take thousands of pictures of vacations with my
fancy DSLR, but I have never looked through a single set.
So I just stopped taking pictures.”
61. Technique #1: “Tell me about the last time...”
Technique #2: “5 Why’s”
Technique #3: “Tell me more.”
Technique #4: “What do you mean by...”
Technique #5: “How are you dealing with your problem now?”
Technique #6: Silence is Golden
Technique #7: Walk away.
Part 2: Getting Stories
Customer Interviews
62. Technique #4: “What do you mean by...”
Getting Stories
Customer Interviews
Another technique to get people to elaborate on
something they just said.
“What do you mean by ‘If it wasn’t for your horse,
you wouldn’t have spent that year in college.”
63. Technique #1: “Tell me about the last time...”
Technique #2: “5 Why’s”
Technique #3: “Tell me more.”
Technique #4: “What do you mean by...”
Technique #5: “How are you dealing with
your problem now?”
Technique #6: Silence is Golden
Technique #7: Walk away.
Part 2: Getting Stories
Customer Interviews
64. Technique #5: “How are you dealing...”
Getting Stories
Customer Interviews
Does the interviewee have any solution to their
problem right now?
Does it do the job effectively?
Are they happy with it?
... or are they ignoring the problem completely?
65. Technique #5: “How are you dealing...”
Getting Stories
Customer Interviews
You can learn a lot by knowing how they
deal with their problem today.
66. Technique #1: “Tell me about the last time...”
Technique #2: “5 Why’s”
Technique #3: “Tell me more.”
Technique #4: “What do you mean by...”
Technique #5: “How are you dealing with your problem now?”
Technique #6: Silence is Golden
Technique #7: Walk away.
Part 2: Getting Stories
Customer Interviews
68. Technique #6: Silence is Golden.
Getting Stories
Customer Interviews
See. Wasn’t that a little awkward?
People seek to fill silence.
Look expectant that there’s more they want to say.
Let them be the one to fill the silence.
69. Technique #6: Silence is Golden.
Getting Stories
Customer Interviews
Often this is when they’ll start talking about
something you never thought to ask.
70. Technique #1: “Tell me about the last time...”
Technique #2: “5 Why’s”
Technique #3: “Tell me more.”
Technique #4: “What do you mean by...”
Technique #5: “How are you dealing with your problem now?”
Technique #6: Silence is Golden
Technique #7: Walk away.
Part 2: Getting Stories
Customer Interviews
71. Technique #7: Walk away.
Getting Stories
Customer Interviews
When you end the interview, the dynamic
of the conversation changes.
If you’re having trouble getting an interview subject
to open up, end the interview a bit abruptly.
As you prepare to move on, make small talk. Often
the subject will be much more relaxed, forthcoming,
and you can continue without them realizing it.
72. Question #1: “How do I get them to talk to me?”
Question #2: “What if they never talk about the problem I’m trying
to solve?”
Question #3: “How do I put these into a survey?”
Part 3: FAQ
Customer Interviews
73. Question #1:
“How do I get people on the
street to talk to me?”
Getting Stories
Customer Interviews
74. Question #1: The Approach
FAQ
Customer Interviews
If you’re approached on the street,
your typical response is probably either:
“No thanks.”
“I’m busy.”
*Ignore*
75. Question #1: The Approach
FAQ
Customer Interviews
But now the tables have turned.
How do you get people to stop and talk to you?
76. Question #1: The Approach
FAQ
Customer Interviews
According to a study by Langer, E., Blank, A., and Chanowitz, B. (1978)
published in the Journal of Personality and Social Psychology, a researcher
approached a line of people waiting for a photocopier and asked:
“Excuse me, I have five pages. Could I use the
copier next?”
with a 60% success rate.
Not bad!
77. Question #1: The Approach
FAQ
Customer Interviews
But when the researcher added the phrase
“because I’m in a rush,”
the number soared from 60 percent to 94 percent!
Totally awesome!
78. Question #1: The Approach
FAQ
Customer Interviews
But here’s the thing.
They ran the experiment again. This time asking
“May I use the Xerox machine, because I
have to make copies.”
How many people do you think said yes to this silly request?
79. Question #1: The Approach
FAQ
Customer Interviews
93%.
A mere 1% less than when you gave a real reason.
80. Question #1: The Approach
FAQ
Customer Interviews
The secret word here is “because.”
Even if your “because clause” is meaningless, simply
using the word will bypass
peoples’ natural defenses.
81. Question #1: The Approach
FAQ
Customer Interviews
So try opening with
“Excuse me, I’m working on a project and I was
wondering if I could ask you a few quick questions.”
“Working on a project” doesn’t MEAN anything...
but behavioral psychology says that’s apparently okay.
82. Question #2:
“What if they won’t talk about
the problem I’m trying to solve?”
Getting Stories
Customer Interviews
83. Question #2: Not Cooperating
FAQ
Customer Interviews
Remember Rule #2? “Pull, Don’t Push”
If they won’t talk about the problem you are trying
to solve without prompting...
If you can’t get them to independently say “Hey, you
know what sucks? This thing!”
Then maybe...
84. Question #2: Not Cooperating
FAQ
Customer Interviews
It’s not that big of a
problem for them.
85. Question #2: Not Cooperating
FAQ
Customer Interviews
If you’re not solving a
“Top 3 Problem”
chances are...
They’re not going to care about your product.
They’re not going to pay for your product.
86. Question #2: Not Cooperating
FAQ
Customer Interviews
So instead, explore into the problems
they ARE talking about.
87. What have we learned?
Wrapping up
Customer Interviews
1. The rules for a good customer interview
2. Good techniques to get stories
3. Answers to Frequently Asked Questions
88. Where can I learn more?
Wrapping up
Customer Interviews
Enjoy this? Want to learn even more? We’re writing a book:
Pre-Agile Methodologies:
A Tactical Guide To Not Building The Best Wrong Thing.
Go to http://bit.ly/PreAgileBook
to never build the wrong thing again.